电商驱动农产品品牌化发展的作用机制研究——基于阿里巴巴案例的扎根分析

Research on the Mechanism of E-commerce Driving the Development of Agricultural Product Branding——Grounded Analysis Based on Alibaba Case

我国农业现代化发展和农产品消费升级背景下,众多农产品品牌发展的实践表明,电商的介入更容易推动农产品朝着品牌化方向发展。本研究以阿里巴巴电商平台作为研究案例,采用扎根分析方法提炼出18个初始范畴和电商环境、电商资源赋能、电商全链管理、以“质”塑“品”、以“销”塑“牌”、农产品品牌化6个主范畴,并根据“为什么能—怎么样做”的扎根逻辑构建了电商驱动农产品品牌化发展作用机制模型。研究结果表明:电商环境是电商驱动农产品品牌化发展的动力来源,电商资源赋能和电商全链管理是电商驱动农产品品牌化发展的关键活动,电商活动要达成以“质”塑“品”和以“销”塑“牌”两大目标,从而实现农产品品牌化这一结果。

Under the background of China’s agricultural modernization and agricultural product consumption upgrading, the development of agricultural product brands shows that the participation of e-commerce helps to promote the branding of agricultural products. Taking Alibaba e-commerce platform as a research case, this study uses the grounded analysis method to extract 18 initial categories and 6 main categories of e-commerce environment, e-commerce resource empowerment, e-commerce full chain management, shaping“products”with“quality”, shaping“brands”with“sales”, and agricultural product branding. According to the grounded logic of“why-how”, the functional mechanism model of e-commerce driving the development of agricultural product branding is constructed. The research results show that e-commerce environment is the power to drive the agricultural product branding, and e-commerce resource empowerment and e-commerce whole chain management are key factors to promote the agricultural product branding. E-commerce should achieve the two goals of“quality”shaping“products”and“sales”shaping“brands”, so as to realize the agricultural product branding.